Transcript
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Create economic opportunity for every professional
in the world
Our vision
Create economic opportunity for every professional
in the world
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Be the most effective platform for marketers to engage
with professionals
LinkedIn Marketing Solutions’ mission
Be the most effective platform for marketers to engage
with professionals
* 2014 member number as of June 30, 2014
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*
32M
347M+
200K+Professionals
join daily
Content Marketingis our core for members, marketers and LinkedIn
6XMoreengagementwithcontentvsjobs
BRANDS
2.7MM CompanyPagesCompanyUpdatesSlideShareGroups
THOUGHTLEADERS
200+ Influencers
NEWS1.3MMPublishersLinkedInToday
PEERS1.5MMGroupsConnections
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The most effective platform for marketers to reach audiences, nurture prospects and acquire customers
Share relevant content and campaigns with
the world’s professionals
Accelerate sales by reaching the right
people with helpful content throughout the
buying process
Get to the right people with precision-focused
B2B multi-channel marketing
It’s a challenging world
90%Before customersreach out directly
10Pieces of content
are consumed before a purchasing decision
is made
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Nurture Deliver helpful content at the right time, based on who they are and what matters to them
Measure Track branding and direct response impact with simple yet advanced analytics
Reach Target with accuracy to reach the right audience
More effective marketing powered by LinkedIn data and technology
12Source: As calculated by comScore, Aug 2014 Mediametrix data for US
Membersworldwide
347M+More business decision makers than comparable
business site
2.8XHigher buying power index vs comparable
business and social sites
28%
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Why is Content « King » ?
Without it, you have nothing to share with your target audience in the Digital
world !
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Keys to effective Content
1. Deeply understand your target audience
2. Address your target audience Content that fits its interests & concerns
3. Publish Content in a variety of forms
4. In the channels where your audience spends time.
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Stock & Flow
Internal long-form content
Curated NewsQuick Shares of trending stories
Commercial Messages
Custom commissions
Stock Flow
Long Lasting
Create few, but that are:
High value
Perennially relevant
‘Earn’ the right
Timing & targeting is essential
Curating & Sharing gives scale
This is reactive content that is relevant for a moment
Create many, but be tooled up to do it quickly.
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Keys to effective Content
Those Keys lead you to :
More prospective buyers to purchase
More customers to long-term loyalty
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What makes good Content ?
It leads to action (call to action)
It’s easy to read without « blabla »
It has fantastic visuals
It’s incredibly useful
It’s inspiring
#1: Start with mobileO
K…
Be
tte
r… This
one’s
best!
Assume that your update is read on a mobile or tablet device.Format updates & destinations to fit with mobile and your engagement will benefit.
Sharp, relevant & exclusive stories drive great engagement. Target the right people and drive maximum relevance amongst audiences that matter to you
#2: Be newsworthy
#3: Always include a clear call to action
Signpost what you want people to consume.Clear, actionable content gives your content the best start – especially when read on mobile
#4: Tell visual stories
Using visual storytelling and video can drive up to 2x higher engagement and sharing
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Importance of being visual
Infographic
Photo
Link
Video
Slideshare
Status
0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 0.45%
0.38%
0.37%
0.36%
0.31%
0.31%
0.19%
0.43%
0.43%
0.40%
0.36%
0.36%
0.23%
ER
CTR
#5: Be exclusive, share your knowledge
Members like sneak peeks inside companies, new products, even office space. Make sure you give people things that are a bit special, or exclusive; that highlight what you’re good at.
#6: Be consistently part of the conversation
Frequency is the starting point. Post every day with varied types of content.
Answer questions people ask – it reinforces your voice.
The aim here is to position your brand, and your stories as the one that people consistently expect in their newsfeed.
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What makes good Content ?
After writing a post ask you & someone else, 3 questions :
1. Was it helpful ?
2. Was it interesting ?
3. Will it inspire them to take action ?
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Where can I find Content ?
Webinars can be turned into blog post
White papers can be turned into SlideShare presentations
Content from last year that can be easily refreshed, update with new numbers and re-released
Research report can be converted into infographics
…
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Organic & Paid Frequency
Organic Paid
Post at least once per day
This helps to ensure an optimal level of reach
Aim to sponsor at least 2 updates at any given time
Monitor and sponsor the best performing organic updates
Tailor your targeting to reach the right audience with the right content
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Creating variety in your calendar
Categories of Content Content Specifics
Daily Dose: The basic, everyday content that you can dish out quickly
How-to posts (e.g. SU videos)Sharing Influencer/ third-party postsUseful, relevant topics for marketersRepurposing of old content
Data crunch: The stuff that really gets your brain working Thought leadership piecesGuest Topics/ Blog PostsCase Studies
Good read: The valuable, time-consuming projects that leave your audience begging for more
Strategic research and analysisLI MKTG Trends POVsBig Rock content
The fun stuff: Everyone wants a bit of entertainment
Light-hearted, easily-digestible contentCultural content (e.g. Day in the Life)Amusing videos, graphics, stories
Soap Box: Sometimes you just need to stand out from the crowd
Bold statements with strong POVThought leadership piecesCalculated and strategic
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Content Calendar
Monday Tuesday Wednesday Thursday Friday Saturday
Daily Dose
Data crunch
Good read
Daily Dose Daily Dose
Fun stuff
Daily dose
Soap Box
Daily Dose
Data CrunchDaily Dose
Good read
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How much Content ?
Find out the ideal volume and frequency
Test Content to find the right balance of quality and volume
The audience, not the publisher, determines Content quality & volume
#7: Use data to shape your strategy
Be obsessive about analytics. Pay attention to audience targeting, types of content, time of day and frequency that drive the most Interactions. A/B test headlines, targets and images.
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Content ROI ?
Good Content creates :
Conversations
Which lead to engagement
And ultimately to conversions !!!
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Best Pratices Recap
Visuals! Everyone is mobile, the visual is the new headline We are visual thinkers Try not to use logos
Tone: aspirational, actionable, educational and entertaining Content
Variety of content for testing is important. Think thought leadership, opinion pieces (have a POV), case studies/voice of customer, inside look at influencers, infographics, statement pieces, snackable pieces, video, etc.
Balance helpful posts vs self-promotional Copy:
Concise & to the point Ask compelling questions Personalize updates to target “Calling all CIOs…”
Theme : Use LinkedIn Trending Content to determine content topics
top related